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Marketing In New Ventures: Theory And Empirical Evidence

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  • Marc Gruber

Abstract

Marketing is considered to be of utmost importance for the success of new ventures. Therefore, research on entrepreneurial marketing has increased considerably since the late 1980s. Its findings are varied and vibrant, yet also large and extremely fragmented, and a comprehensive theory of entrepreneurial marketing is still lacking. This situation proves to be a major hurdle for further advances, as the status quo of research cannot be accessed without major efforts. To help researchers and lecturers synthesize the growing body of knowledge, this paper brings together and reviews important research findings in entrepreneurial marketing. Thus, the paper creates a much needed map of the field, making this highly relevant topic readily accessible. Furthermore, the paper provides directions for future research, showing that many key questions of this field (e.g., various strategies and tactics of low-cost marketing) must be explored more thoroughly.

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Bibliographic Info

Article provided by LMU Munich School of Management in its journal Schmalenbach Business Review.

Volume (Year): 56 (2004)
Issue (Month): 2 (April)
Pages: 164-199

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Handle: RePEc:sbr:abstra:v:56:y:2004:i:2:p:164-199

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Related research

Keywords: Entrepreneurship; Marketing; New Ventures.;

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Cited by:
  1. Marcus Wagner & Patrick Llerena, 2008. "Drivers for sustainability-related innovation: A Qualitative analysis of renewable resources, industrial products and travel services," Working Papers of BETA 2008-22, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.
  2. Lehnen, Jens & Ehls, Daniel & Herstatt, Cornelius, 2014. "Implementation of lead users into management practice: A literature review of publications in business press," Working Papers 78, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
  3. Block, Joern H. & De Vries, Geertjan & Schumann, Jan H. & Sandner, Philipp, 2014. "Trademarks and venture capital valuation," Journal of Business Venturing, Elsevier, vol. 29(4), pages 525-542.
  4. Aeron, Prageet & Jain, Rekha, . "Identification of Marketing Capabilities: A study on Indian product based B2B Telecom start-ups," IIMA Working Papers WP2011-02-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
  5. Gruber, Marc, 2007. "Uncovering the value of planning in new venture creation: A process and contingency perspective," Journal of Business Venturing, Elsevier, vol. 22(6), pages 782-807, November.

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